产业界欲塑造形象、提高知名度,最佳管道则非媒体莫属。因此,为使运动产业能达到鼓励全民运动,刺激消费的目的,有效的媒体应用是不可忽视的关键。现代人的生活离不开媒体,运动事业更无法脱离媒体而生存。运动产业成功与否的关键之一在于媒体的曝光,因此,大众传播媒体在运动产业中所扮演的角色,渐趋复杂且多元,两者可说是一体的两面,彼此互利共存。而这有赖于未来产、官、学界进行更深入的研究与探讨。 The industry wants to shape the image and raise awareness, and the best pipeline is non-media. Therefore, in order for the sports industry to achieve the purpose of encouraging universal mobility and stimulating consumption, effective media application can not be ignored. Modern life can not be separated from the media, and the cause of the sport can not survive without the media. One of the keys to the success of the sports industry lies in the exposure of the media. Therefore, the role played by the mass media in the sports industry is becoming more and more complex and pluralistic. Both can be said to be one and the same side and coexist with each other. And this depends on the future production, officials and academics for more in-depth study and discussion.